Publications
Publications
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(1,828)
- Faculty Publications (848)
- March 1985 (Revised January 1986)
- Case
General Electric Co.: Major Appliance Business Group (C)
By: John A. Quelch
- March 1985 (Revised November 1985)
- Case
General Electric Co.: Major Appliance Business Group (D)
By: John A. Quelch
- March 1985 (Revised September 1986)
- Background Note
Note on the Dishwasher Industry
By: John A. Quelch
- 1985
- Chapter
Achieving System Cooperation in Developing the Market for Consumer Videotex
By: John A. Quelch and George Yip
- January 1985 (Revised March 2003)
- Case
Conex do Brasil
By: Christopher A. Bartlett and John Young
Describes interactions between Brazilian local, Latin American regional, and USA headquarters staff during the three years after establishing a manufacturing subsidiary in Sao Paulo. In a highly protected national environment, a market entry plan is developed to meet... View Details
- September 1984 (Revised September 1993)
- Case
Nestle S.A.: International Marketing (A)
By: John A. Quelch
A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
- August 1984 (Revised October 1992)
- Background Note
Product Policy
By: John A. Quelch
Summarizes principal issues involved in product policy. View Details
- August 1984 (Revised October 1992)
- Background Note
Marketing Implementation
By: John A. Quelch
Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. View Details
Keywords: Marketing Strategy
- August 1984 (Revised September 1986)
- Background Note
Marketing Programming, Budgeting, and Allocating
By: John A. Quelch
- July 1984 (Revised April 1997)
- Case
British Airways
By: John A. Quelch
British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details
- 1984
- Chapter
Consumer Promotions and the Acceleration of Product Purchases
By: Scott A. Neslin, Caroline Henderson and John A. Quelch
- 1984
- Chapter
Structural Determinants of Ratios of Promotion and Advertising to Sales
By: John A. Quelch, Cheri T. Marshall and Dae R. Chang